Crush Customs of Marietta, Ga., has won the 2026 SEMA Professional Restylers Organization (PRO) Cup Challenge for its customized 2026 Kia K5, becoming the first company in the competition’s history to win both the top award and the People’s Choice Award.
The company was also named 2026 PRO Restyler of the Year for its contributions to improving industry standards and advancing trends in the vehicle restyling sector.
The winning Kia K5 was selected based on marketability, creativity, ease of replication and profit potential. The People’s Choice Award was determined by votes from SEMA Show attendees.
“Crush Customs’ Kia K5 represents what the PRO Cup Challenge is all about: a creative, consumer-focused accessory package that restylers and dealerships can successfully bring to market,” said Kevin Gillis, chair of PRO. “The competition recognizes builds that go beyond appearance to demonstrate real marketability, profitability and the potential for replication. The Kia K5 brings all of those elements together in a package that can help dealers sell vehicles and create new opportunities for restylers.”
The vehicle features a pink-themed customization package developed through Crush Customs’ Pink on Purpose initiative. The company works with dealership partners to donate a portion of the proceeds from each pink-themed vehicle sold to the Susan G. Komen breast cancer organization.
Modifications include a custom Alea interior, XPEL matte paint protection film, painted brake calipers, ambient lighting, a body kit, custom seatbelts and a starlight headliner.
“Crush Customs experienced a big viral moment when we started doing pink interiors, especially through our work with Kia. We saw the impact that pink interiors had in showrooms across the nation, so we elevated the idea for the competition,” said Crush Customs owner and founder Chelsea Allen. “We hope to keep the momentum going toward the end of the year and continue to be a source of profitability for our dealers and help them sell cars.”
The annual PRO Cup Challenge focuses on accessory packages that can be replicated and sold through dealerships rather than one-off custom builds. Eligible packages must cost no more than $14,500 and require no more than 50 hours to install.
Other finalists included Auto Sunroof & Leather with a 2026 Jeep Gladiator, Automotive Concepts with a 2027 Toyota Land Cruiser, DPS Automotive with a 2026 INEOS Grenadier, Pickup Outfitters with a 2026 Ford F-150 and Restylers Aftermarket Specialist with a 2026 Ford Maverick.
